Microsoft Store: First Look Inside NYC Flagship
Microsoft opens the doors of its massive NYC flagship store the same day it releases the Surface Book and Surface Pro 4 to the public.
![](https://eu-images.contentstack.com/v3/assets/blt69509c9116440be8/bltbee7eff36cf0569f/64cb4adbfdf7312349e1a7bf/MSStore_Intro.jpg?width=700&auto=webp&quality=80&disable=upscale)
Microsoft's NYC store had its grand opening on October 26, the first day of general availability for its Surface Pro 4 and Surface Book laptop.
The Manhattan flagship is a monstrosity, measuring 22,269 square feet and spanning five stories. It's located at 677 Fifth Ave. between 53rd and 54th St., a short stroll from the iconic glass cube that marks Apple's retail store.
Microsoft, while primarily known for its software offerings, is making a clear push to boost its consumer presence. The flagship store is part of its efforts to increase customer interaction and put products in the hands of everyday consumers.
[ Surface in the workplace: Microsoft adds to Surface Enterprise program ]
"It is a concerted push to become a consumer brand, as opposed to a brand consumers know," Greg Portell, partner at A.T. Kearney, said in an interview with The Wall Street Journal.
Despite earnings results that reflect a decline in hardware sales, the tech giant is hoping to turn things around with a newly unveiled device lineup. Two of its new products – the Surface Book laptop and Surface Pro 4 – are generally available today, as well as new Surface accessories.
During its Oct. 6 hardware launch, Microsoft positioned its new laptop and upgraded hybrid against Apple's MacBook Air and MacBook Pro. Similarly, the layout of its flagship is reminiscent of Apple's many retail outlets, but with enough additions and variations that keep it from being a copycat.
Microsoft's largest store is a project several years in the making and doesn't fail to impress. There are several opportunities to test new products, learn about devices and services, and troubleshoot problems.
InformationWeek paid a visit to the NYC flagship on opening day to see the retail space in person. Here, we give you a firsthand look:
(All photos were taken by Kelly Sheridan)
New York City's Fifth Ave. was a bit more crowded than usual this morning, with Microsoft event team members, press, and hordes of consumers lining up to enter the flagship store. An employee informed me customers started lining up outside around 6 a.m.
The first thing I noticed upon entering were the massive LED digital video displays lining both walls and the tall LED column along the back wall. The screens surround several tables where customers can test devices from Microsoft and its partners.
The store's first floor was its most crowded. Most of the test devices are not secured to the tables, so customers can pick up gadgets and use them as they would in everyday life. This was especially handy for the Microsoft Band, which customers need to try on for size.
The lack of security cables for test devices does not indicate lack of security. There will be 160 employees working at the store, reports Engadget, and they will speak 19 languages.
Microsoft's new Surface Book laptop is front and center of the store. One employee was able to prompt Cortana even amid the noise and chaos by speaking into the Surface Pen eraser, which contains a microphone.
The store's second floor contains an answer desk, a large Xbox section, and a community theater in which specialists hold workshops intended to educate users on Microsoft products. "This is pretty much the space for New York City to use," one employee explained.
At the same time, another community specialist was hosting a drawing workshop. While he taught, another Microsoft employee walked through the rows to help attendees and answer questions.
The third floor contains the "Dell Experience at the Microsoft Store." It serves as a showcase of Dell products for consumers and businesses.
Right now, the first three floors are the only ones open to the public. The store's fourth floor is used for operations and administrative offices, and the fifth floor contains space for meetings and events, reports The Wall Street Journal.
The community theater has two projection screens with rows of work stations facing each display. One of the workshops taking place on launch day was focused on Minecraft. Participants ranged from young children to adults, all working on Surface devices while watching the action on the large screens.
The community theater has two projection screens with rows of work stations facing each display. One of the workshops taking place on launch day was focused on Minecraft. Participants ranged from young children to adults, all working on Surface devices while watching the action on the large screens.
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